UX Best Practices to Give Your Business Website an Edge in 2022

A close-up of a hand drawing a website wireframe on paper

Web design is an ever-evolving field. As with any process, there are best practices that designers and developers can learn from to improve their processes and ensure they continue to meet users’ needs.

This is especially important at the present, when major search engines like Google have put an emphasis on improving user experience (UX) across the Web. This algorithm shift has, in fact, pushed web owners and administrators to find new ways to engage site visitors and captivate target audiences.

With a wide variety of new development languages, screen resolutions, and browser features, it can be challenging to know where to start or what steps to take next. However, here are some of the best practices your design team can put into play:

Think of the Website as a Storyboard

To appeal to your audience, it is essential to approach web design similarly to how you would with a theatrical script. Ensure you enlighten them on how their lives would be much better after using your website than it was before. It’s also advisable to add a relevant call to action at a crucial portion of every page.

Map Out Your Customer’s Journeys

Think about what the user would go through from the moment they enter your website until the point of purchase. Will they be prompted to complete specific actions, or will you have to ask for it? Once you know how your customers interact with your website, improving the user experience will be much easier. This, of course, translates into better brand engagement.

Communicate Directly With Your Users

Make sure you communicate directly with your customers by calling them directly or by conducting surveys on what needs to be changed, what works best for them, and their general views on your website. Provide an easy way for them to contact you (e.g. sending an email or filling out a form) so that they can give you direct feedback on what they want to improve with their website browsing experience. A transparency in communication comes with the added benefit of strengthening your brand appeal.

Run Test Groups With Real Clients

This is especially important for eCommerce websites. Your clients are the most important people to engage with – so make sure you offer them an opportunity to test drive your website before it goes live. They might have a few little tweaks they would like to see, and they can also share their thoughts with you on how product information should be presented.

Do Random UX Testing on New Features

Interviews with users are great, but run a small test to see how your website would fare if you added a new feature. See what kind of difference it makes for your users. This is important because if you don’t have the correct analytics, it’s hard to understand if your users are enjoying what you provide (or if they are even using it).

User Experience Matters to SEO in 2022

While the connection between Search Engine Optimisation (SEO) and UX has been obvious for quite some time, the extent of their relationship has only recently become clear with recent algorithm updates. The fact is that Google has made it plenty clear that it now considers UX signals as ranking factors in determining where to place websites in search engine results pages (SERPs).

Yes, optimising your website for a better user experience can help boost your SEO in 2022.

With UX factors e.g. site speed, mobile friendliness, content, ease-of-use, and user engagement becoming more valuable to site optimisation efforts, it makes business sense to bring in the expertise of an established SEO company and a capable web design team when you’re launching or redesigning your brand’s digital platform.

(Photo by Kelly Sikkema on Unsplash)